Moderna is developing an mRNA vaccine for cytomegalovirus (CMV), the #1 infectious cause of birth defects and a leading cause of pediatric hearing loss. Despite CMV's prevalence, the vast majority of women in the United States have never heard of CMV. Seven different "reasons to care" statements were tested to explore which would resonate the most. We compare Likert scale to MaxDiff responses, finding much clearer ranking of messages from MaxDiff which provide more actionable guidance.
